Asking Questions - The Definitive Guide To Questionnaire Design ...

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292 ASKING QUESTIONS Single <strong>Questions</strong> on a Line and Vertical Answer Formats In a misguided effort to make a questionnaire appear shorter, researchers sometimes have two or more columns of questions or put two or more answer categories on the same line. Such a format interferes with standard English reading patterns of left to right and top to bottom. It is often found that interviewers or especially respondents will answer the questions in the first column and forget to answer the questions in the other columns. We believe that having the answers to an individual question in a single column reading down is easier for interviewers, respondents on self-administered questionnaires, and for data processing personnel than having the answers read across. Reading across could cause confusion as to where to record the answer. Figure 10.1 shows how readers might not know whether to record their answer on the blank line before or after the answer category. Some organizations do not follow this recommended format, but they do try to be sure to include substantial space between the answer categories. Most researchers find the vertical format superior since it gives the questionnaire a more open look with more blank space. Thus, it appears easier to complete. With paper questionnaires, the vertical answer format also provides the interviewer or respondent with space for writing additional comments or responses to open-ended questions. Scale Formats As discussed in Chapter Five, scales may be verbal, numerical, or both, and they can be presented either horizontally (such as on a semantic differential scale) or vertically (such as on a ladder scale). On interviewer-administered face-to-face interviews, it is helpful to have the scale answers on a separate card the respondents can refer to, but it is not necessary for self-administered questionnaires. Phone surveys require special procedures that are discussed in the next chapter.
ORGANIZING AND DESIGNING QUESTIONNAIRES 293 Figure 10.1. Unacceptable Formats of Commonly Asked <strong>Questions</strong>. Q.22 Your sex: Male Female Q.23 Your present marital status: Never Married Married Separated Widowed Q.24 Number of children you have in each age group: Under five years 5-13 14-18 19-25 and over Q.25 Your present age: Q.26 Do you own (or are you buying) your own home? No Yes Q.27 Did you serve in the armed forces? No Yes (Year entered , Year discharged ) Q.28 Are you presently: Employed Unemployed Retired Full-time homemaker Q.29 Please describe the usual occupation of the principal earner in your household, including title, kind of work, and kind of company or business. (If retired, describe the usual occupation before retirement.) Q.30 What was your approximate net family income, from all sources, before taxes, in 1970? Less than $3,000 10,000 to 12,999 20,000 to 24,999 3,000 to 4,999 13,000 to 15,999 25,000 to 29,999 5,000 to 6,999 16,000 to 19,999 Over $30,000 7,000 to 9,999 Q.31 What is the highest level of education that you have completed? No formal education Some college Some grade school Completed college. . . major Completed grade school Some graduate work Some high school A graduate degree . . . degree and Completed high school major Q.32 What is your religious preference? Protestant denomination Jewish Catholic Other (Specify) None Q.33 How frequently did you attend religious services in a place of worship during the past year? Regularly Occasionally Only on special days Not at all Q.34 Which do you consider yourself to be? Republican Democrat Independent Other (Specify) None Q.35 Which of these best describes your usual stand on political issues? Conservative Liberal Middle of the road Radical Source: Dillman, 1978.
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Asking Questions The Definitive Gui
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Norman M. Bradburn Seymour Sudman B
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Copyright © 2004 by John Wiley & S
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viii CONTENTS 12. Asking Questions
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Preface This book is a revised and
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PREFACE xiii trate some of the subt
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The Authors Norman M. Bradburn (Ph.
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Asking Questions
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Chapter One The Social Context of Q
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THE SOCIAL CONTEXT OF QUESTION ASKI
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Chapter Two Asking Nonthreatening Q
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ASKING NONTHREATENING QUESTIONS ABO
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Figure 2.4. Household Health Diary.
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Source: U.S. Bureau of the Census,
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80 ASKING QUESTIONS e. The Sealed B
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82 ASKING QUESTIONS asking about te
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84 ASKING QUESTIONS Figure 3.2. Que
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86 ASKING QUESTIONS into a car, mig
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88 ASKING QUESTIONS relationship be
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90 ASKING QUESTIONS from 55 percent
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92 ASKING QUESTIONS Illegal Drug Us
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94 ASKING QUESTIONS drinkers—may.
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100 ASKING QUESTIONS It must be rec
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102 ASKING QUESTIONS To illustrate
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104 ASKING QUESTIONS This applies t
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106 ASKING QUESTIONS When some resp
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108 ASKING QUESTIONS drinking quest
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110 ASKING QUESTIONS them less thre
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112 ASKING QUESTIONS Determining th
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114 ASKING QUESTIONS carefully for
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Chapter Four Asking Questions About
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ASKING QUESTIONS ABOUT ATTITUDES AN
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Chapter Five Asking and Recording O
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ASKING AND RECORDING QUESTIONS 153
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180 ASKING QUESTIONS 2. Consider wh
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182 ASKING QUESTIONS Figure 6.2. Qu
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184 ASKING QUESTIONS Specific knowl
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186 ASKING QUESTIONS question. Anot
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192 ASKING QUESTIONS Resident Infor
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194 ASKING QUESTIONS It must be rec
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196 ASKING QUESTIONS Figure 6.10. Q
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198 ASKING QUESTIONS Figure 6.11. S
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200 ASKING QUESTIONS Figure 6.11. S
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202 ASKING QUESTIONS question indic
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204 ASKING QUESTIONS state or count
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206 ASKING QUESTIONS respondents wi
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208 ASKING QUESTIONS answers, most
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210 ASKING QUESTIONS on the Web sin
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Chapter Seven Asking Questions that
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ASKING QUESTIONS THAT EVALUATE PERF
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• Depends heavily on employee’s
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Page 261: ASKING QUESTIONS THAT EVALUATE PERF
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Page 345 and 346: ASKING QUESTIONS FAQS 325 tain you
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342 BIBLIOGRAPHY AND RECOMMENDED RE
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348 GLOSSARY object. The term belie
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350 GLOSSARY are entered directly i
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352 GLOSSARY the sex of the respond
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354 GLOSSARY of an IBM card is a on
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356 GLOSSARY individual difference
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358 GLOSSARY overreporting, underre
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360 GLOSSARY because of illness or
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362 GLOSSARY response effect A gene
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364 GLOSSARY questionnaires list th
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Index A Ability, measuring, 197-202
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INDEX 369 Denver, 86; Community che
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INDEX 371 Library card ownership, 8
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INDEX 373 preferences, 167-168; thr
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Appendix A List of Academic and Not
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APPENDIX A 377 Phoenix, AZ 85003-17
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APPENDIX A 379 Fax: 310-206-4453 E-
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APPENDIX A 381 800 Florida Ave., N.
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APPENDIX A 383 E-mail: jbason@arche
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APPENDIX A 385 Phone: 312-996-5300
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APPENDIX A 387 Phone: 785-532-5510
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APPENDIX A 389 Center for the Study
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APPENDIX A 391 Ann Arbor, MI 48106-
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APPENDIX A 393 731 Oldfather Hall L
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APPENDIX A 395 New York Marist Coll
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APPENDIX A 397 Cornell University I
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APPENDIX A 399 225 South Main St. A
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APPENDIX A 401 121 University Pl. P
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APPENDIX A 403 South Dakota Busines
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APPENDIX A 405 Public Policy Resear
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APPENDIX A 407 E-mail: sesrc@wsu.ed
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APPENDIX A 409 England National Cen
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412 APPENDIX B PLEASE CIRCLE ONE CO
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414 APPENDIX B 14. Who purchased th
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416 APPENDIX B 23. What racial/ethn
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Faculty Retention Survey December 2
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2. Professional Life Important to y
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4. Environment Important to you Imp
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Appendix D Kinko’s: Open-ended Se
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